Warning: This article contains spoilers for Companion.
Unveiling the Twists of Companion
The much-anticipated horror film Companion, from the creators of Barbarian, has generated significant interest not only for its storyline but also for its marketing strategy. Directed by Drew Hancock, the film follows the harrowing weekend journey of a young woman, Iris, as circumstances take a dark turn. The first teaser, released back in October 2024, set a chilling atmosphere with a scene featuring Iris (portrayed by Sophie Thatcher) handcuffed to a dinner chair next to Josh (played by Jack Quaid).The teaser culminates in a shocking moment where a candle is pushed towards Iris, igniting her arm while she remains eerily still, evoking both intrigue and dread.
In January 2025, a more revealing trailer surfaced, exposing an essential plot twist: Iris is actually a robot, designed to serve as an AI girlfriend for Josh. This new insight offered a deeper understanding of the film’s narrative framework. The extended trailer also presented the film’s poignant opening and closing lines, voiced by Iris, reflecting on her happiest days: the day she met Josh and the day she killed him. While many critiques suggest that Companion exposed crucial plot elements too soon, this approach illustrates the complexities and strategies of contemporary movie marketing.
Marketing Insights: Iris’ Robot Reveal
The promotional campaign for Companion cleverly hints at its central conflict and twists. The shocking scene from the teaser—where Josh holds a candle under Iris’ hand, which begins to burn—serves as a significant indicator of Iris’ nature. Her unwavering stillness in response to the fire raises immediate suspicions about her humanity. In addition, official posters feature Iris with stark white, pupil-less eyes, further suggesting her robotic essence. The film’s tagline, “Find someone made just for you, ” reinforces this notion, as it implies a manufactured companion rather than a natural human relationship. As audiences will discover, Iris wasn’t a serendipitous find for Josh but was instead ordered online.
Missed Opportunities for Surprise
The revelation of Iris’ robotic nature could have served as a dynamic plot twist, enhancing the film’s excitement. The initial portion of Companion subtly hints at Iris’ real identity through Josh’s peculiar commands, like calling her “Beep-Boop” and instructing her to “go to sleep.” The truth comes to light when, at Josh’s request, her eyes turn white, confirming she is not an ordinary human. If this revelation had been kept secret from the trailers, the viewers would have experienced a thrilling surprise during the film’s early moments. This narrative choice could have positioned Companion as a wholly different psychological thriller, transitioning smoothly into elements of sci-fi horror.
The Necessity of the Reveal in Promotion
Despite the significant spoiler aspect of revealing Iris as a robot, Hancock defends this marketing strategy as a sound choice for attracting viewers. In an interview with Far Out, he stated that the trailers showcase a series of twists and tonal shifts that keep viewers engaged. By disclosing Iris’ identity, the promotional material effectively attracts an audience that is drawn to innovative sci-fi themes. In a separate conversation with Entertainment Weekly, Hancock pointed out:
“The silver lining of showing the audience this is a movie about a robot is it’s a way to kind of get ahead of anyone dismissing it as another robot movie.[…] ‘No, this is a robot movie, but it’s not like any other robot movie that’s out right now.’ It’s not A. I.gone wrong, it’s A. I.gone right.”
This strategy not only captures the interest of viewers who may otherwise have overlooked it but also presents Companion as a unique addition to the realm of AI-focused cinema. By revealing Iris’ identity without fully disclosing the story’s intricacies, the film primes audiences for a thrilling ride replete with unexpected twists and turns.
Sources: Far Out, Entertainment Weekly
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